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Home Highlights: Two Tabletop Surprises

Tabletop categories are staples expected to be a part of any household, but the ways in which consumers are shopping for and purchasing these categories are a bit more unexpected.

1. Tabletop sales related to home
purchases or renovations are larger than wedding-related sales, and growing

The number of tabletop items purchased for a new home/housewarming, or a home or kitchen remodel were more than 50 percent higher than purchases made for wedding-related occasions (engagement, bridal shower, wedding) in the past year.

Dollar sales of tabletop categories purchased for wedding-related occasions saw double-digit declines in the 12 months ending August 2017, while sales related to a new home/housewarming, or a home or kitchen remodel saw double-digit growth.

2. Consumers are more likely to purchase gadgets with a tabletop category than other tabletop categories

NPD’sCheckout TrackingSM information shows that when beverageware or flatware is in a shopping basket, gadgets are more likely to be part of the purchase than any of their fellow tabletop categories.

The relationship between dinnerware and beverageware appears to be the strongest in the tabletop family. Gadgets and beverageware have a higher likelihood of being attached to a dinnerware purchase than a flatware purchase.

“The tabletop industry is sitting on an abundance of untapped opportunity that can be unlocked with some unconventional thinking,” said Joe Derochowski, executive director and home industry analyst at NPD. “Expanding beyond the marketing traditionally associated with tabletop purchases, and making tabletop a special part of a wider variety of key life moments, will open new doors for the industry.”

Checkout
TrackingSMprovides detailed information on consumer buying behavior, based on receipts for both online and brick-and-mortar retail purchases from the same consumers over time. Checkout Tracking delivers precise category, brand, and item-level purchase detail linked to buyers and their demographics, useful for analyzing competitive market baskets and identifying purchase patterns. Information is collected from more than 50,000 consumers from NPD’s receipt-harvesting mobile phone app and the scanning of more than 4 million in-boxes for e-receipts through Slice Intelligence.

The top home industry performers were presented with awards from The NPD Group during the International Home + Housewares Show, on Saturday, March 10, 2018. Small appliance and housewares brands with the largest increase in U.S. market share in 2017 were recognized, as were 6 companies with the largest online increase.

U.S. online sales of housewares products increased 18 percent in 2017. A majority of these housewares e-commerce buyers also purchased home improvement items, small appliances, and home textiles online, according to e-commerce insights from The NPD Group’s Checkout.